Describe the company – the elevator pitch …
VIDIRO Analytics @ provide marketing and advertising technology to agencies, brands and video publishers to enable high performance on YouTube.
How are you different?
Though we create ad tech, we are actually an information retrieval company at our core. We are really good at mining digital repositories for maximum effectiveness – the products we offer are a pretty elegant way of presenting that expertise.
— VIDiRO (@VidiroAnalytics) May 22, 2015
Why will the company / product do well?
Online advertising is a high growth area, digital video consumption across a wide range of devices is exponentially increasing all over the world – we need smarter tools and intelligent ways to contain the sea of data and render it useful to advertisers and publishers.
The online video and online ad tech world are interlinked and undergoing tremendous change – there’s a definite sorting ‘the wheat from the chaff’ about the industry. Our products offer a new way to resolve the challenges and also offer transparency into the space which to date has been opaque – that is one dominant feature that has seen restrictive growth in programmatic ad buying.
Where are you based, how is the broadband?, How long will you stay there?
We are located in Dublin with a London base we established earlier this year. We moved from our charming and shabby chic Georgian office in Dublin city centre in February this year, out to the leafy UCD Nexus Industry Partnership Centre in Clonskeagh. Broadband is excellent there, we have all the facilities we need and it is great to be close to other startups and researchers – there’s a great energy in uncovering the new and it is contagious! We will stay here for the foreseeable future because we quite like it.
When was the company launched?
We launched in 2013 and it has been a whirlwind – can’t believe it is 2015 and we are two years in. The first year was spent consolidating our technology, skilfully building some really smart, intelligent and elegant solutions.
What have been your biggest wins to date?
We’ve had an awesome couple of years. Early on we won a UK innovation competition which allowed us to custom build and test technology for an established client. It’s a brilliant idea which connected us directly into a multinational to solve a really important problem for them but it also allowed us to keep our IP – crucial to every start-up. In our case, we had the benefit of testing our tech with Syco Entertainment and Fremantle Media in the UK for two of their leading TV shows which enabled us to think about using data in a different way and lead to new product directions, one which we launched last year (Channel Radar) and another earlier this year (Talent Radar).
What type of people (market segment) are you trying to attract to your product?
Digital Ad Buyers are the core focus of our main product streams. It’s about making the online ad buying process easier but also more efficient, cost effective and impactful. We work with Video Publishers and Agencies who want to understand the YouTube environment, find talent and influencers and build a better business on the biggest video platform in the world.
Tell us about your team?
Small is beautiful, we plan to stay that way as we grow – we’ve seen how badly rapid growth can affect companies. There’s six of us now, all experts in our various fields and that works really well in terms of delivering solid and robust solutions because we have a really good skills balance.
What are you long term plans for your product / company?
Our long term plan is to put some structure and standards around the video advertising market.
While our current products are primarily aimed at video ad buyers and publishers, we are, in parallel, gaining traction with a number of international consulting firms for whom we have been able to support in designing new approaches to audience measurement on YouTube.
With the speed of growth and wide range of players in the online video marketplace growing at a dizzying pace the industry doesn’t yet have an equivalent to TV Audience measurement that will enable advertisers to compare apples with apples if you will. Based on work we did late last year with a major international consulting firm we are in the process of bring a new method of measurement to the online video market. Watch this space!
What are your favourite tech gadgets?
Do you know what Lily is? Autonomous Camera Drone is the technical description – totally awesome is what we call it!
Dear Santa please search for “Lily Camera” on YouTube….
What tech gadgets do you wish you could use to help you?
Don’t know if you could call them gadgets but advances in computer vision, in-image object detection and recognition, higher precision speech recognition, machine learning and massively scalable database technology are all things on our shopping list.
We are moving into a world were ‘deep learning’ systems will become part of business, Deep Learning is a new area of Machine Learning research, which has been introduced with the objective of moving Machine Learning closer to one of its original goals: Artificial Intelligence. Awesome!
If you would like to have your company featured in the Thursday edition of the Irish Tech News Business Showcase, get in contact with me on [email protected]